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Western Union's Journey to Customer Loyalty

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Jennifer Ramirez, VP, Global Customer Experience for Western Union presented "The Customer Journey: Owning the Moments that Matter" at Chicago AMA's Sunrise Executive Series breakfast January 22, 2015, in Chicago.

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Western Union's Journey to Customer Loyalty

  1. 1. 1 Western Union at a Glance 200  countries  and  territories   500,000+  Agent  loca0ons   100,000+  ATMs   242  million  C2C  transac0ons   459  million  business  payments  completed   100,000  B2B  customers   75  languages  for  customer  interac0ons   On average, transactions per second29
  2. 2. 2 Western  Union  at  a  Glance   200  countries  and  territories   500,000+  Agent  loca0ons   100,000+  ATMs   242  million  C2C  transac0ons   459  million  business  payments  completed   100,000  B2B  customers   75  languages  for  customer  interac0ons   On average, transactions per second29
  3. 3. 3 Beginning  the  Customer  Journey   Redesign for optimal customer experience – turn issues into opportunities !  Pain Points? !  Convenience? !  Availability? !  Operation Hours? !  Awareness? !  Understanding? !  Media? !  Attitudes? !  Experiences? Customers: !  Who are they? !  What problem are they trying to solve? !  People !  Processes !  Technology !  Outcomes !  Recipients •  Send Money •  Receive Money •  Pay Bills •  Prepaid Cards Customer Profiles •  Process •  Attitudes •  Behaviors Journey Map •  Partners •  Technology •  Processes Who, Where, How •  Issues •  Opportunities Key Moments
  4. 4. 4 Safety   First   Bank-­‐   Centric     Feature   Focused     57 266 Advice   Followers   Tech-­‐Savvy   Use case •  Transfer money to child studying abroad •  Paying for a trip organized by a friend from a foreign country •  Sending urgent cash to family member abroad •  Sending regular remittance to family in home country •  Sending money to brother working abroad Daughter in the UK Parents in the USA Student from Japan Student from Australia Husband on a trip abroad in Russia Wife from home country Germany Parents in India Migrant son in Saudi Arabia Younger brother working in Ghana Older brother working in Brazil Proprietary and Confidential Customer  Segments  
  5. 5. 5 Customer  Service  Journey   SENDERS RECEIVERS
  6. 6. Recognize me the next time Give me peace of mind Show me my money matters Customer  &  Agent  Research:  16  Countries,  400  Customers  
  7. 7. Western  Union’s  Brand  Experience  Principles   How we treat you. Your money matters. It’s our mission to serve everyone who strives for better. We stand by you and welcome you… you belong here. How we give you peace of mind. We never forget how important each transfer is to you. However you choose to send, our service will be easy, fast and reliable. We go above and beyond to get your money there. How we remember you. We’re here for you, wherever you may be. We remember you because it’s not just the money you’re moving, it’s the BETTER you’re moving too.
  8. 8. The  Brand  Experience  Principles:  Further  Defined   How we treat you. Your money matters. It’s our mission to serve everyone who strives for better. We stand by you and welcome you…. you belong here. How we give you piece of mind. We never forget how important each transfer is to you. However you choose to send, our service will be easy, fast and reliable. We go above and beyond to get your money there. How we remember you. We’re here for you, wherever you may be. We remember you because it’s not just the money you’re moving, it’s the BETTER you’re moving too. DID WU... " Use clear language " Eliminate extra work " Make it simple DID WU... " Build confidence " Give reasons “why” " Make it visual " Eliminate surprises DID WU... " Know your end user " Set the customer up for success " Get smarter every time
  9. 9. Discovery:    What  to  Bring  
  10. 10. See  it  Through:  TransacUon  ConfirmaUon  
  11. 11. 11 Graceful  Recovery:  Call  Center  Script   “We are calling to inform you that your money is current under review as a precaution to help protect you from possible consumer fraud. Current CCB Script Future CCB Script Current compliance scripts ask what might feel like personal interrogating questions to the consumer. Future scripts will build more empathy & understanding into the interaction . Today Customer Expectation “Sir, I apologize for insisting that you answer my question about the source of your funds, but our Compliance department needs to comply with regulations …
  12. 12. 12 Social  Care   •  20  people  in  Mexico  City       •  25,000+  customer  interac0ons     so  far  this  year     •  Won  top  5  social  care  award       •  1.5M  Facebook  followers     •  Our  Facebook  presence  is  the   second  fastest-­‐growing  in  the   world  in  its  category  
  13. 13. CEX Culture Governance/ Process Measurement Design Customer Understanding Strategy CEX  @  Center  of  WU’s  OperaUng  Model   13
  14. 14. 14

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